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Fobango Viral Launch Strategy

fobango home furnishings

The Challenge

Fobango launched into a VERY crowded room. Online furniture stores are a dime a dozen and it’s hard to differentiate in a home furnishings business dominated by some very well established brands and hordes of imported goods. They knew that they had to be obsessively focused on their target market but were unsure of how to cut through the noise to reach them.

The Solution

Fobango came to me and asked me to build a social media campaign that would target a niche group of customers. Rather than attack the problem of trying to sell furniture to anyone and everyone, they set out to win over a smaller, but more enthusiastic group: Moms and new homeowners.

fobango viral launchHow did I hit that goal? I created a viral launch strategy designed to reach the target group by using a PR campaign to earn placement for a giveaway on ten influential ‘mom blogs’. Classic influencer outreach was the key. The g i v e a w a y was designed to raise awareness for Fobango’s new brand and attract an influx of new visitors to the site. The concept was to utilize ‘viral mechanics’ to maximize sharing of the campaign across contestants’ social media networks. Each person who entered the contest was prompted to sign up as many of their friends as possible via a unique URL that allowed us to track results – the person who signed up the most at the end of the contest was the winner.

This created a viral network effect with some people signing up as many as 80 other contestants each just by placing their unique URL’s within emails, blog posts, Facebook posts, tweets and comments throughout the blogosphere.

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